Every designer should face the definition of design or try to give meaning to this word.

0:14 | Andrea Braccaloni

Design is to choose, as I said. No, what is design, come on it's too difficult to ask this question. I told you, to make choices is a good one. I mean there are dozens of different possible interpretations of design and everybody tried to contribute to this debate.

0:34 | Amedeo Perrone

And it's not for everyone, so I think design is the only end to end art. It's not just about what you want express, but it’s also the capability to do that, and this is why you can't find so easily good designers.

0:54 | Sean Wolcott

The most core reason of why design is "Because". Because I want it to be. It's that point of conviction, it’s where good things happen.

1:07 | Odo Fioravanti

I think that for many years designers spend their time to design, I don't know, expensive things, or fancy things, or glamorous things, like something that makes things more complicated or non-functional.

1:21 | Giorgio Biscaro

It's the physical outcome of a cultural movement. You know, there's a turmoil. There's something that's happening at a very social level, historical level. Objects are the result, of course, of a culture that is always evolving and changing. So I think that this should be design. It should be exactly the representation of the time where it had been conceived.

1:53 | Stefano Giovannoni

The most important thing is to understand how our culture creates some signs and some icons which are related to our way of living, because design means to plan - creating a concept.

2:19

A concept and a strategy, and a way of believing in our mission on the earth because each of us has a particular mission if we work in a context and we have to push in one direction. We have to find this direction. So design is not something anonymous.

For me, design is not just about technique and function, for me design is a dream. It’s enjoyable and gives me the freedom to express myself, and therefore

3:05

I can’t give a true definition of design because for me, design is just life, without it I wouldn’t even get up in the morning, I wouldn’t exist. I'm very intrigued by a specific side of it: you also have to make other people happy. Design for me is this.

3:26 | Sebastiano Boni

It’s one of those practices where - at least for me, there is such a high emotional involvement and personal involvement that you can't approach it as or feel it as a job. It’s something more.

3:49 | Gabriel Stromberg

There’s definitely an aesthetic component to design and I think that for a lot of people, and for us included, this is important. But I think what's really inspiring for us is when we see these instances where design actually changed things - design actually changed the world.

4:04 | Amedeo Perrone

So this is why you don't just need to be responsible, you don't just need to be empathetic. You also need to be generous - because there’s something good in this.

4:20 | Lidia Tralli

Generous represents the human side of our work, and so the ability of being empathetic, inclusive, and collaborative, I think this is the part I like the most.

4:33 | Odo Fioravanti

What I think design should be is making things, trying to put in them some beauty, some intelligence, some honesty, some delicate thought, some feeling. And all these things that are contained at the end in this shape, are a gift for whoever is going to use these objects.

4:57

And this gift is going to be released in the everyday life - this is the secret and the only magic of design.

5:04 | Armando Milani

You have to start with where you want to go. You have to have an aim, no? And after you start to think about or see something that match with this aim. Your purpose.

5:09

And you have to believe in your things. And sometimes, not waiting on other people to ask you. Believe in yourself. And push.